Corona: Natural

Corona, a beer brand, developed three hero assets representing nature for its international Corona Natural campaign to avoid category cliches by pursuing a route that gives reverence to nature, reinforces brand positioning and enhances quality perceptions.

Summary

Challenge: As Corona matured, growth became flat globally. Corona overperformed on attributes of "refreshment" and "relaxation", while suffering in "high quality". "High quality" was an area we could utilize to win over consumers where quality is important and lead to growth. 'Brewed with 100% natural ingredients' had the most potential to positively shift quality perceptions and purchase intent.

Methodology: Ipsos/ABI partnered through qualitative and quantitative research. We fueled the creative idea in early exploration, finetuned, and identified creative levers.

Insight:Even though consumers spend most of their time indoors, they feel most alive outside, inspired by the...

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